CH 04

Business Research Methods
William G. Zikmund
Chapter 4: The Business Research Process
Information
Reduces uncertainty Helps focus decision making
Types Of Research
Exploratory Descriptive Causal
Uncertainty Influences The Type Of Research

COMPLETELY CERTAIN ABSOLUTE AMBIGUITY
CAUSAL OR DESCRIPTIVE
EXPLORATORY
Degree of Problem Definition

Exploratory Research Research (Unaware of Problem) Clearly Defined) Descriptive Research (Aware of Problem) Causal (Problem
possible situation
Our sales are declining and What kind of people are buyingWill buyers purchase more of we dont know why. our product? Who buys our our products in a new package? competitors product? Would people be interested Which of two advertising in our new product idea? What features do buyers prefer campaigns is more effective? in our product?
Exploratory Research
Secondary data Experience survey Pilot studies
Initial research conducted to clarify and define the nature of a problem Does not provide conclusive evidence Subsequent research expected
Descriptive Research
Describes characteristics of a population or phenomenon Some understanding of the nature of the problem
I keep six honest serving men, (they taught me all I knew), their names are and how, what, and why, and and where and when, who. --Rudyard Kipling
Descriptive Research Example

Weight Watchers average customer Woman about 40 years old Household income of about $50,000 At least some college education Trying to juggle children and a job
Descriptive Research Example

Mens fragrance market 1/3 size of womens fragrance market But growing at a faster pace Women buy 80 % of mens fragrances
Causal Research
Conducted to identify cause and effect relationships
Identifying Causality
A causal relationship is impossible to prove. Evidence of causality:
1. The appropriate causal order of events 2. Concomitant variation--two phenomena vary together 3. An absence of alternative plausible explanations
Stages of the Research Process

Problem Discovery and Definition Discovery and Definition
Research Design
and so on Conclusions and Report
Sampling Data Processing and Analysis Data Gathering
Research Stages
Cyclical process - conclusions generate new ideas Stages can overlap chronologically Stages are functionally interrelated
Forward linkages Backward linkages
Problem Discovery and Definition
Problem discovery
Sampling
Selection of exploratory research technique
Selection of exploratory research technique
ProbabilityNonprobability
Secondary Experience (historical) survey data
Pilot study
Case study
Data Gathering Data Processing and Analysis
Collection of data (fieldwork) Editing and coding data Data processing
Problem definition (statement of research objectives)
Research Design
Selection of basic research method
Conclusions and Report
Interpretation of findings
Experiment
Laborator y Field Intervie w
Survey
Questionnair e
Secondary Observation Data Study
Report
The Business Research Process

Problem Discovery Selection of Sample Design
Collection of the Data
Selection of the Basic Research Method
The Research Process (cont.)

Editing and Coding Report
Data Processing
Interpretation of the Findings
Stages In The Research Process

Problem Discovery and Problem Definition Research Design Sampling Data Gathering Data Processing and Analysis Conclusions And Report
Problem Discovery And Definition

First step Problem, opportunity, or monitor operations Discovery before definition Problem means management problem
The formulation of the problem is often more essential than its solution Albert Einstein
State the research questions and research objectives
22
Hypothesis
A statement that can be refuted by empirical data
If you do not know where you are going, any road will take you there.
Secondary (historical) Data
Pilot Study
Experience Survey
Case Study
Exploratory Research Techniques Two Examples

Secondary data (historical data)
Previously collected Census of population Literature survey
Pilot study
A number of diverse techniques
Focus Group Interview
Research Design
Master plan Framework for action Specifies methods and procedures
Basic Research Methods

Surveys Experiments Secondary data Observation
Selecting a Sample
Sample: subset of a larger population. SAMPLE
POPULATION
Sampling
Who is to be sampled? How large a sample? How will sample units be selected?
Data Gathering Stage
Data Processing and Analysis
Conclusions And Report Writing

Effective communication of the research findings
Research Proposal
A written statement of the research design that includes a statement explaining the purpose of the study. Detailed outline of procedures associated with a particular methodology
Research Program Strategy
Defining Problem Results in Clear Cut Research Objectives

Symptom Detection Analysis of the Situation Problem Definition Statement of Research Objectives
Exploratory Research (Optional)

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Business Research Methods

Chapter 4: The Business Research Process

Uncertainty Influences The Type Of Research

Degree of Problem Definition

Descriptive Research Example

Descriptive Research Example

Stages of the Research Process

and so on Conclusions and Report

Sampling Data Processing and Analysis Data Gathering

Problem Discovery and Definition

Selection of exploratory research technique

Selection of exploratory research technique

Secondary Experience (historical) survey data

Data Gathering Data Processing and Analysis

Collection of data (fieldwork) Editing and coding data Data processing

Problem definition (statement of research objectives)

Selection of basic research method

Conclusions and Report

Secondary Observation Data Study

The Business Research Process

Collection of the Data

Selection of the Basic Research Method

The Research Process (cont.)

Interpretation of the Findings

Stages In The Research Process

Problem Discovery And Definition

State the research questions and research objectives

Secondary (historical) Data

Exploratory Research Techniques Two Examples

Focus Group Interview

Basic Research Methods

Data Gathering Stage

Data Processing and Analysis

Conclusions And Report Writing

Research Program Strategy

Defining Problem Results in Clear Cut Research Objectives

Exploratory Research (Optional)

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